Chapter 2. Keyword URL Mapping

There are many tools and methodologies, when it comes to URL Mapping, there’s no right or wrong way. The point is reaching your goals with your website, and not every page will have a mapped keyword. For example, you wont assign a keyword to your contact page because you might not want that page to come up in search results. Then, if a user comes across your contact page, when searching for baby diapers, this page does not provide enough information to satisfy the user. Therefore, you don’t want a user to land on a page that doesn’t give them what they’re looking for. So, some pages you’ll want to de-index or no index to avoid confusion.

Content Gaps

Here is an example of how to find content gaps. If you’re looking at how your competitors are getting traffic and want to find ways that you’re missing out on traffic, one way to do it is using a keyword gap tool. A lot of platforms have either a keyword gap or content gap feature. Authoritas has a Visibility Explorer tool to help you compare your traffic and URLs against your competitors. You put your competitors and your own URL into the tool, it then spits out a bunch of keywords and you can see the traffic going to your competitor sites, which is a great way to find keywords to compete in your market. 

Another example is from Steve Toth of, a great resource for SEO. If you go to Google and type site colon, and then a competitor name or somebody in another industry, which you can see below.

You can see a list of everything that Google indexed, and if it has a date, typically blog posts, you get a sense of everything they published on that date, you can see some of the sameness of it, or some of the commonalities. If you use the SEO Minion Chrome extension, you can extract the data into an Excel sheet so you can do more research on it if and add filters. 

Below is an example of a keyword URL map. There are, of course, tonnes of them out there, in terms of how granular they get. The base one that I use has a list of all of your URL pages, page types, and keywords that you want to rank for.


The screenshot below is another sheet in the same workbook. It has a list of all the keywords, keyword difficulties, and search volumes. When I plug in a keyword into the worksheet above, it auto-populates, so I don’t have to keep going back and forth, and see the numbers I have for each keyword.


Barb Davids

Owner of Compass Digital Strategies

Barb Davids is a digital marketer, SEO strategist and owner of Compass Digital Strategies. Driven by data and analytics, she works hard to get business-changing results for her clients, such as 256% more website traffic and 22% more leads. As lockdown began and clients lost budget, she continued working on some pro bono for a couple of months. Offering free help to select industries. Her own business as a result has pivoted and begun to offer online courses so that business owners can work to gain more site traffic and leads at a more budget friendly cost.

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The other sheet is from all the research in all the keywords that you found using Charlies tips, you plug that all in and you get this from a keyword tool.

Keyword difficulty differs from tool to tool, based off their methodology, but it tells you how hard it may be to rank for that keyword. It then gives you the search volume, usually globally. You want to easily see which keyword you’ve used or that you’re looking at using. So, that is where the keyword mapping comes in.

The other thing that I do with the keyword map is put in a call to action, you should have a call to action for every page. I’ll put in my table another column that says if its going to a form or, to another page with more information. Then you just start plugging away one by one, matching them up. If there is something that you’re already doing, like Charlie mentioned, with Google Search Console, you can pull in here and see what the keywords are first. See if it matches, if you don’t like it, go find a new keyword. This is the part that’s also time-consuming because you’re actually looking and thinking about that search intent and thinking if you can, or want to rank for those keywords.

Continue reading about Keyword Research